Ron’s Equipment Company

Jordan Radach had a long tradition of service, quality and commitment to tap into when he formally took on the role of owner of Ron’s Equipment also known as REC in April.

Radach, a Wyotech grad, mechanic and service manager, took over the company in April, following Ron Lonneman as CEO. Lonneman was the company’s namesake; he helmed the agricultural dealership for nearly 40 years and he served as a mentor for Radach as he worked his way up from salesman to sales manager to general manager. When Lonneman was ready for retirement, Radach made the decision to take over. He drew on the years of high-quality customer service and expertise that his former boss had established in building up the company.

“I pitched the idea to Ron, about me taking over, more than four years ago. We started talking about it, and things progressed,” Radach said. The transition that happened was a conclusion of years of planning and sacrifice, noting that he’s grateful for the chance to “make my way up” in the company.

For Radach, one of the best ways to pay tribute to the company’s namesake and show that gratitude was to maintain the business fundamentals that Lonneman established over a span of more than three decades.

Despite the change in management, REC continues its dedication to its customers – farmers, ranchers and others in the agricultural industry looking for high-quality equipment at fair prices and customer services rooted in honesty, integrity and core values. According to Radach, the company operates on a highly motivated dealership model; employees strive to work as hard as customers do to maximize uptime and relationships.

“Since I took over in April, we’ve been working to keep the momentum that Ron started. He’d been in business 38-plus years when my wife and I made this transition,” he said. “We want to serve our community as well as we can, and we want to grow our brands and our presence.”

In terms of the core brands, REC Corp offers customers in Colorado and Wyoming a selection of top-of-the-line equipment from JCB, Massey Ferguson, Woods and Beaver Valley Supply. With a focus on an agricultural customer base that also reaches into the construction, landscape and energy businesses, REC Corp’s dealerships in Fort Collins and Keenesburg offer equipment tailored to the needs of individual properties and operations.

“We’re dedicated to our brands, to the equipment that’s proven itself over the decades, and they are dedicated to REC,” Radach said. “We want to make sure that our manufacturers and REC grow their success in Colorado and Wyoming and our customers benefit from our strong partnerships.”

Like his predecessor, the REC team is committed to building strong ties in the communities that the dealership serves, both in northern Colorado and Wyoming. Through outreach to local organizations like 4-H and the FFA agricultural education chapters, REC Corp is taking the steps to encourage the next generation of farmers and ranchers.

“We’ve always sponsored future ag organizations – 4H, FFA – and they’ll still see us there doing the same thing,” Radach said. “We want to keep participating in the community as much as we can”

The blend of long-held traditions and a new ownership approach has been exciting for customers and employees alike, Radach added. “We strive to offer a rewarding work environment for our employees and allow them to reach their and their families goals within the company as Ron did for me”.

With their core values clearly in mind, the company is looking to the future, anticipating how they’ll meet the demands of the industry in the coming decades.

All the while though, Radach and his team won’t forget where they came from and the hard work it took to get here.

“Ron started a good tradition here,” he said. “We’re trying to keep this a local, family-owned business and building toward the future.”

---